Segmenting information and communication technology usage: the case of salespeople in a canadian telecommunication firm
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Jozée Lapierre [1] ; Roxane G. Medeiros [1]
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[1] Ecole Polytechnique de Montréal
Ecole Polytechnique de Montréal
Canadá
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- Localización: VI Forum Internacional sobre Las Ciencias, las Técnicas y el Arte Aplicadas al Marketing: Academia y Profesión: Ponencias académicas: Madrid, 27-28 de noviembre de 2003 / Enrique Ortega Martínez (ed. lit.), Ladislao González Ruiz (ed. lit.), Enrique Pérez del Campo (ed. lit.), 2003, ISBN 8493123439, págs. 5-14
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
The sales function has drastically changed with the adoption of several information and communication technologies (ICT). To better understand these changes, we investigate salesperson's usage of ICT in two geographical divisions of a large Canadian telecommunication firm. Using agglomerative clustering to segment 32 ICT according to usage frequency, we reveal sales force's usage patterns. Cross-regional comparisons of usage patterns uncover different clusters. Individual characteristics coupled with cultural aspects explain differences in usage patterns. The younger, less experienced sales force in Ontario has a more integrated and progressive usage pattern than the older, more experienced sales force in Quebec.
